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Valentina Falcinelli en The Inbounder: 'Cómo ganar el test de lectura rápida

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Ponencia de Valentina Falcinelli en The Inbounder en la que compara páginas web y da tips para optimar los contenidos.

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Valentina Falcinelli en The Inbounder: 'Cómo ganar el test de lectura rápida

  1. 1. @valefalci www.pennamontata.com VALENTINA FALCINELLI #theinbounder Ponencia en inglÉs - Ponte los CONTENT DESIGN How to win the skimming test
  2. 2. LOVE Valentina Falcinelli - @Valefalci - #theinbounder
  3. 3. at first Valentina Falcinelli - @Valefalci - #theinbounder
  4. 4. love Valentina Falcinelli - @Valefalci - #theinbounder
  5. 5. love Eternal Valentina Falcinelli - @Valefalci - #theinbounder
  6. 6. love True Valentina Falcinelli - @Valefalci - #theinbounder
  7. 7. love True My name’s Page! Valentina Falcinelli - @Valefalci - #theinbounder
  8. 8. love Page Valentina Falcinelli - @Valefalci - #theinbounder
  9. 9. Valentina Falcinelli - @Valefalci - #theinbounder
  10. 10. Valentina Falcinelli - @Valefalci - #theinbounder
  11. 11. Valentina Falcinelli - @Valefalci - #theinbounder
  12. 12. Valentina Falcinelli - @Valefalci - #theinbounder
  13. 13. Valentina Falcinelli - @Valefalci - #theinbounder
  14. 14. Valentina Falcinelli - @Valefalci - #theinbounder There are plenty of ugly guys out there!
  15. 15. no easy way There’s Valentina Falcinelli - @Valefalci - #theinbounder
  16. 16. Content desi The only chance t make them gorgeou Valentina Falcinelli - @Valefalci - #theinbounder
  17. 17. LIK E http://www.vox.com/2016/3/20/11264966/reza-aslan-interview this Valentina Falcinelli - @Valefalci - #theinbounder
  18. 18. this http://www.deutsch.com/about LIK E Valentina Falcinelli - @Valefalci - #theinbounder
  19. 19. http://blog.hubspot.com/marketing/google-calendar-feature-goals LIK E this Valentina Falcinelli - @Valefalci - #theinbounder
  20. 20. https://medium.com/gone/one-month-on-the-worlds-longest-train-ride-for-1-000-a681fdaf0b6b LIK E this Valentina Falcinelli - @Valefalci - #theinbounder
  21. 21. what Valentina Falcinelli - @Valefalci - #theinbounder
  22. 22. Skimming Reading: Valentina Falcinelli - @Valefalci - #theinbounder
  23. 23. Skimming Reading: Scanning Valentina Falcinelli - @Valefalci - #theinbounder
  24. 24. Skimming Reading: Careful reading Valentina Falcinelli - @Valefalci - #theinbounder Scanning
  25. 25. allows people to do or find out what they need to simply and quickly using the most appropriate content format available. Good content design (Gov.uk) Valentina Falcinelli - @Valefalci - #theinbounder
  26. 26. User needs (Gov.uk) always starts withcontent design Valentina Falcinelli - @Valefalci - #theinbounder
  27. 27. User needs Valentina Falcinelli - @Valefalci - #theinbounder
  28. 28. Web page test Valentina Falcinelli - @Valefalci - #theinbounder The 2 hot 4 me guy
  29. 29. Web page test Valentina Falcinelli - @Valefalci - #theinbounder The 2 hot 4 me guy The lovelY guy
  30. 30. Web page test Valentina Falcinelli - @Valefalci - #theinbounder The 2 hot 4 me guy The lovely guy The clean guy
  31. 31. Web page test The lovely guy The 2 serious 4 me guy The clean guy Valentina Falcinelli - @Valefalci - #theinbounder The 2 hot 4 me guy
  32. 32. Valentina Falcinelli - @Valefalci - #theinbounder
  33. 33. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again Valentina Falcinelli - @Valefalci - #theinbounder
  34. 34. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again they would come back reading a page like this only if strictly necessary Valentina Falcinelli - @Valefalci - #theinbounder
  35. 35. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again they would come back reading a page like this only if strictly necessary the page keeps the breath away Valentina Falcinelli - @Valefalci - #theinbounder
  36. 36. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again they would come back reading a page like this only if strictly necessary the page keeps the breath away they missed bullet points, chunks, white space and bolded key phrases Valentina Falcinelli - @Valefalci - #theinbounder
  37. 37. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again they would come back reading a page like this only if strictly necessary the page keeps the breath away they missed bullet points, chunks, white space and bolded key phrases they didn’t look at the image because it socks it’s stock Valentina Falcinelli - @Valefalci - #theinbounder
  38. 38. he 2 serious 4 me guy 80% OF TESTERS SAYS they wouldn’t read it again they would come back reading a page like this only if strictly necessary the page keeps the breath away they missed bullet points, chunks, white space and bolded key phrases they didn’t look at the image because it socks it’s stock bold is ambiguous (looks like a link) Valentina Falcinelli - @Valefalci - #theinbounder
  39. 39. BONUS TOOL bit.ly/ScreenCastoMatic Screencast-o-Matic
  40. 40. BONUS TOOL Smart Look bit.ly/SmartLook
  41. 41. The 2 serious 4 me guy 20% OF TESTERS SAYS they appreciated the cleanliness of the page Valentina Falcinelli - @Valefalci - #theinbounder
  42. 42. The 2 serious 4 me guy 20% OF TESTERS SAYS they appreciated the cleanliness of the page the page looks really professional and authoritarian Valentina Falcinelli - @Valefalci - #theinbounder
  43. 43. The 2 serious 4 me guy 20% OF TESTERS SAYS they appreciated the cleanliness of the page the page looks really professional and authoritarian they wouldn’t read it again (THDR) Valentina Falcinelli - @Valefalci - #theinbounder
  44. 44. The 2 serious 4 me guy 20% OF TESTERS SAYS they appreciated the cleanliness of the page the page looks really professional and authoritarian they wouldn’t read it again (THDR) they would come back reading a page like this only if strictly necessary Valentina Falcinelli - @Valefalci - #theinbounder
  45. 45. SAME CONTENTdifferent design The clean guyThe 2 serious 4 me guy Valentina Falcinelli - @Valefalci - #theinbounder
  46. 46. The CLEAN GUY 100% OF TESTERS read the same content 2 times faster Valentina Falcinelli - @Valefalci - #theinbounder
  47. 47. The CLEAN GUY 100% OF TESTERS read the same content 2 times faster said the chunks give air to the page Valentina Falcinelli - @Valefalci - #theinbounder
  48. 48. The CLEAN GUY 100% OF TESTERS read the same content 2 times faster said the chunks give air to the page found the bullet points and the bold really useful for the comprehension of the content Valentina Falcinelli - @Valefalci - #theinbounder
  49. 49. The CLEAN GUY 100% OF TESTERS read the same content 2 times faster said the chunks give air to the page found the bullet points and the bold really useful for the comprehension of the content appreciated the screenshot Valentina Falcinelli - @Valefalci - #theinbounder
  50. 50. Use images only when they give useful additional context or inform (Gov.uk) A picture of a computer keyboard when talking about online services is probably not useful to users. A picture of a new state-of-the-art hospital when it’s opened probably is useful. Valentina Falcinelli - @Valefalci - #theinbounder
  51. 51. And screenshotS? Valentina Falcinelli - @Valefalci - #theinbounder
  52. 52. REENSHOTs EXAMPLEmean Valentina Falcinelli - @Valefalci - #theinbounder
  53. 53. WHY WE LOVE THE Valentina Falcinelli - @Valefalci - #theinbounder
  54. 54. Simplicity is cutting off the extras. Valentina Falcinelli - @Valefalci - #theinbounder
  55. 55. Simplicity is cutting off the extras.not the essentials. Valentina Falcinelli - @Valefalci - #theinbounder
  56. 56. simplicity serenitymeans Valentina Falcinelli - @Valefalci - #theinbounder
  57. 57. in steps3 Valentina Falcinelli - @Valefalci - #theinbounder
  58. 58. reduce How can I make it simpler? Ask yourself: 1 Valentina Falcinelli - @Valefalci - #theinbounder
  59. 59. reduce How can I make it simpler? How much complex it has to be? Ask yourself: 1 Valentina Falcinelli - @Valefalci - #theinbounder
  60. 60. reduce1 YOU can go wrong, but S.H.E. is always right! Valentina Falcinelli - @Valefalci - #theinbounder
  61. 61. reduce1 YOU can go wrong, but S.H.E. is always right! h r i n k Valentina Falcinelli - @Valefalci - #theinbounder
  62. 62. reduce1 YOU can go wrong, but S.H.E. is always right! h r i n k i d e Valentina Falcinelli - @Valefalci - #theinbounder
  63. 63. reduce YOU can go wrong, but S.H.E. is always right! h r i n k i d e m b o d y Valentina Falcinelli - @Valefalci - #theinbounder
  64. 64. organize You’ll need a S.L.I.P. Valentina Falcinelli - @Valefalci - #theinbounder
  65. 65. 2 You’ll need a S.L.I.P. O R T organize Valentina Falcinelli - @Valefalci - #theinbounder
  66. 66. 2 You’ll need a S.L.I.P. O R T A B E L organize Valentina Falcinelli - @Valefalci - #theinbounder
  67. 67. You’ll need a S.L.I.P. O R T A B E L N T E G R A T E organize Valentina Falcinelli - @Valefalci - #theinbounder
  68. 68. 2 You’ll need a S.L.I.P. O R T A B E L N T E G R A T E r i o r i t i z e organize Valentina Falcinelli - @Valefalci - #theinbounder
  69. 69. 2 time Time saving Valentina Falcinelli - @Valefalci - #theinbounder
  70. 70. 2 time Time saving Simplicity Valentina Falcinelli - @Valefalci - #theinbounder
  71. 71. 2 time Time saving Simplicity Gratitude Valentina Falcinelli - @Valefalci - #theinbounder
  72. 72. 2 time Time saving Simplicity Gratitude Valentina Falcinelli - @Valefalci - #theinbounder
  73. 73. The clean guy simply puts the reader first by: REDU CING Valentina Falcinelli - @Valefalci - #theinbounder
  74. 74. The clean guy simply puts the reader first by: REDU CINGorganizi ngValentina Falcinelli - @Valefalci - #theinbounder
  75. 75. Valentina Falcinelli - @Valefalci - #theinbounder
  76. 76. The lovely guy 60% of testers loved this page because of: the screenshot Valentina Falcinelli - @Valefalci - #theinbounder
  77. 77. The lovely guy 60% of testers loved this page because of: the screenshot the functional, rich yet simple structure Valentina Falcinelli - @Valefalci - #theinbounder
  78. 78. they enjoye Reading This page Valentina Falcinelli - @Valefalci - #theinbounder
  79. 79. How can you make your reader enjoy the page?Valentina Falcinelli - @Valefalci - #theinbounder
  80. 80. 4 tips for an enjoyable reading Shorter lines mean better readability Valentina Falcinelli - @Valefalci - #theinbounder
  81. 81. Shorter lines mean better readability Use chunks and bold and bullet points Valentina Falcinelli - @Valefalci - #theinbounder 4 tips for an enjoyable reading
  82. 82. Shorter lines mean better readability Use chunks and bold and bullet points Go bigger with fonts Valentina Falcinelli - @Valefalci - #theinbounder 4 tips for an enjoyable reading
  83. 83. Shorter lines mean better readability Use chunks and bold and bullet points Go bigger with fonts Use good quality and useful* images Valentina Falcinelli - @Valefalci - #theinbounder 4 tips for an enjoyable reading
  84. 84. USEFUL IMAGE? what is a Valentina Falcinelli - @Valefalci - #theinbounder
  85. 85. tHE ONE THAT ADDs VALUE TO CONTENT Valentina Falcinelli - @Valefalci - #theinbounder USEFUL IMAGE? what is a
  86. 86. tHE ONES THAT ADD VALUE TO CONTENT Valentina Falcinelli - @Valefalci - #theinbounder USEFUL IMAGE? what is a tHE ONE THAT GIVEs THE READER A BREAK
  87. 87. The 2 HOT 4 ME GUY 30% of testers loved this page because of: the screenshot Valentina Falcinelli - @Valefalci - #theinbounder
  88. 88. The 2 HOT 4 ME GUY 30% of testers loved this page because of: the screenshot the amatorial picture Valentina Falcinelli - @Valefalci - #theinbounder
  89. 89. The 2 HOT 4 ME GUY 30% of testers loved this page because of: the screenshot the amatorial picture the dynamism of the content Valentina Falcinelli - @Valefalci - #theinbounder
  90. 90. THERE’S TOO MUC Valentina Falcinelli - @Valefalci - #theinbounder
  91. 91. THERE are TOO ma Valentina Falcinelli - @Valefalci - #theinbounder
  92. 92. PICTUREs ARE NOT SO COORDINA Valentina Falcinelli - @Valefalci - #theinbounder
  93. 93. Too hot, not professional The 2 hot 4 me guy The 2 serious 4 me guy Valentina Falcinelli - @Valefalci - #theinbounder
  94. 94. In media stat virtus Valentina Falcinelli - @Valefalci - #theinbounder The lovely guy The clean guy
  95. 95. Want to win Your reader’s heart?
  96. 96. Simplicity is cutting OFF the eXtras, Not the essentials Valentina Falcinelli - @Valefalci - #theinbounder
  97. 97. Meet the reader’s needs Valentina Falcinelli - @Valefalci - #theinbounder
  98. 98. Drive the reader’s eye Valentina Falcinelli - @Valefalci - #theinbounder
  99. 99. Prioritize - Visual & Copy - the informations Valentina Falcinelli - @Valefalci - #theinbounder
  100. 100. Valentina Falcinelli - @Valefalci - #theinbounder be CREDIBL E,
  101. 101. LOVEyour content Valentina Falcinelli - @Valefalci - #theinbounder
  102. 102. where Valentina Falcinelli - @Valefalci - #theinbounder
  103. 103. LOVE Spread Valentina Falcinelli - @Valefalci - #theinbounder
  104. 104. content design Valentina Falcinelli - @Valefalci - #theinbounder Spread
  105. 105. GRACIAS THANK YOU #theinbounder @valefalci www.pennamontata.com VALENTINA FALCINELLI

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